Amazon needs to retain its focus on customer acquisition if it wants to rival Netflix in any major way. According to our latest research, there’s now 20% of internet users who are using Amazon Prime Video each month, whether on their own account or via someone else’s. But this is still a distance behind the 37% who say the same about Netflix.

By market, Netflix has a firm hold on the Americas, while Amazon performs most strongly in the markets where it’s been available for the longest (the US, UK and Germany). But as the example of its free trials and heavily discounted offers in India has shown, it can make a big impact in those new markets where it is willing to price itself aggressively.